There is tons of websites that can tell you about how to reach your audience, and a quick Google search will provide you with an overload of help about how to become more visible on social media platforms. Through a study of Facebook’s algorithm and the value of rhetoric, this thesis aims to understand how reach on Facebook is affected by different factors. By looking at statistics and properties of updates published on Posten’s Facebook Page, the goal was to find correlations between reach and specific factors based on rhetoric and algorithm. Through three different qualitative analyses, I looked at why and how Posten’s Facebook updates are spread. The results from these two analyses combined made it possible to make a dos and don’ts list for publishing on Facebook. The findings suggest, among other things, that to become more visible on Facebook the users have to spend time reading/clicking/watching your update, and this is achieved by making content that is relevant to the user. Content that seems like advertising or spamming will have an inhibitory effect on spread because it will generate more negative feedback.